| Summary: | 碩士 === 明新科技大學 === 資訊管理研究所 === 100 === Feedback rating of network auction indicates the buyer satisfaction for network
trading. The rating represents the trust of the buyer to auction seller and influences
others‟ purchase to the same seller. Compare to physical channel of trading, virtual
channel likes network auction exists massive forges and frauds. For example, rating
cheating or create numerous unrelated ratings to confuse buyers. Therefore, Word of
Mouth (WOM) brings the rating to be worth referencing into an emergent issue.
Weblogs has personalized representation with multimedia and influences deeply
for online WOM. For example, the famous blogger in centrality of social network
contains influential impact for the online WOM. This research extracts social network
factors from the bloggers and provides the corresponding ratings of these bloggers to
auction buyers hence strengthen the accuracy of auction rating.
The subjects of this research are Yahoo Auction and Wretch Weblogs. First, to
identify the bloggers and auction users, this research adapts two account comparison
methods, Edit distance and Jaro Winkler distance, for similar accounts in weblogs and
network auction. Second, UCINET and NETDRAW are adapted as social network
analysis tools to analyze social network relationship and extract key indicators to
define the role in social network. Finally, these factors are integrated to further enhance
auction rating.
|
|---|
